arcmap does not natively support pdf file format. you can ... 1. convert your pdf to an image file format. (like jpg, png, tif, etc) I use [irfanview][1] with the [pdf plugin][2] to do this. 2. purchase a third party product like [terrago][3] publisher. EDIT: I just noticed that you are probably wanting to insert as an image. #1 or some derivative will do that. In fact file saveas in adobe will do that. (I have pro so not sure if it is in the free reader). ![adobe save][4] [1]: http://www.irfanview.com/ [2]: http://www.irfanview.com/plugins.htm [3]: http://www.terragotech.com/products/geospatial-collaboration/terrago-publisher [4]: https://i.sstatic.net/Qxpct.png